• WWD

Nordstrom Debuts First National Canada Campaign


Nordstrom Canada operates six department stores and three off-price stores and is likely to operate more units in the future.

In a four-year span, Nordstrom Inc. has opened six full-line and three Rack off-price stores in Canada. Now the Seattle-based retailer seeks to strengthen connections with its customers to the north by launching today its first national campaign in Canada called “True Nord.”

Nordstrom said the campaign “celebrates the inclusive and welcoming spirit of Canadians through the lens of individuality and personal style” and that it takes inspiration from Canada’s national anthem “O Canada,” which includes the phrase “true north.” “Nord” means “north” in French. Other lyrics from the anthem such as “strong and free” are weaved into the campaign.

Scott Meden, Nordstrom’s chief marketing officer, cited Canadians “warm, welcoming and inclusive spirit,” and added, “Our hope with this campaign is to celebrate all Canadians and the values we share and strive to reflect as a brand.”

The campaign, created with the Ogilvy Toronto agency, encompasses digital advertising, television commercials, YouTube, billboards, digital screens, transit shelters, social media and the nordstrom.ca online site. Shot in the Toronto area by Canadian-born photographer and director Justin Tyler Close, the campaign features Canadians styled in a range of fall styles and prices and talking about issues important to them.

“My favorite part of the Nordstrom Canada campaign was being so comfortable as a transgender woman,” said Biko Beauttah, a United Nations Goodwill ambassador, and one of the campaign’s 13 cast members. “I often go into spaces and feel excluded, but this wasn’t the case. It was just amazing. I feel like we created magic.”

Yolanda May Largie, plus-size model and cofounder of The Canadian Curvies, a group of women who stand for body positivity and diversity, is also in the campaign. “My favorite thing about being a Canadian is the diversity. We’re so different, yet so the same. Living in Canada, we get to kind of see all the different cultures and the different dynamics, and openly embrace other people, and their styles.”


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